Many business owners make the mistake about constantly posting blogs promoting their product or service without offering engaging content surrounding other topics in their industry. Since consumers are often Googling certain subjects related to your industry, your best bet is to create content that is relevant to these subjects so that your site ranks high within search engine result pages (SERPs). One way to do this is by researching what is trending within your industry and creating content based on these trends.
- Writing posts outside your product area is a good way to attract non-prospects – journalists, podcasters, professors, etc. – who use Google and often have real influence.
- People like to Google what’s trending, and writing about what is being discussed at conferences and podcasts is a good way to capitalize on this.
- Smart, influential people read a lot of books, and writing about recently released books is a good way to be noticed by them.
“Create content explaining the basics for the keywords you’ve noticed. Note that conference session titles are written sort of like social clickbait – with a captive audience in mind – as opposed to like an SEO title that is designed for research and findability.”